From a demographic standpoint, nearly half of consumers (48%) living in an urban area have ordered groceries online, while 25% and 19% of respondents living in suburban or rural regions have done so, respectively.
Valassis, Livonia, Mich., released findings from its newest research report, “Unpacking the Dynamic Online Shopper: Grocery & Retail,” which highlights modern grocery consumers’ behaviors and habits, as well as ways in which brands and retailers can attract them.
According to a study produced by Food Marketing Institute (FMI), Arlington, Va., and Nielsen, Chicago, annual online grocery spend is expected to hit $100 billion by 2022 – or $850 per U.S. household – and 70% of consumers may be routinely buying consumer packaged goods (CPG) online in 5-7 years. With the food and grocery industries following a similar e-commerce path as traditional retail, grocery retailers and brands must adapt to changing shopper preferences, which prominently include the desire for an omnichannel experience. This research indicated that currently 72% of consumers who shop for groceries online say most of their purchases are still made in-store, but they don’t confine themselves to one online approach. In fact, more than one-third of online grocery shoppers use multiple methods.